Professor Jan Godsell explores business responsibility for sustainable consumption

Person with green plastic basket walks looking at shelves with different goods in modern supermarket department

Businesses must consider how they create demand, as well as how they fulfil it, argues Professor Jan Godsell in a new opinion piece published by The Supply Chainer.

In “You Can’t Outsource Responsibility to the Consumer”, the Director of UK SCALE Centre and Dean of Ãå±±ÂÖ¼é Business School explores how decisions across marketing, product design and supply chains influence consumption, resource use and waste.

From buy-one-get-one-free promotions to products designed for rapid replacement, the article highlights why responsible consumption and production requires a coordinated approach across businesses, consumers, policymakers and supply chain partners.

As Professor Godsell writes: “Responsibility starts with the demand we choose to create.”